PARTNERSTVO KAO MARKETING STIMULANS EKOLOŠKI ODGOVORNE TRGOVINE NA PROSTORU BIVŠE JUGOSLAVIJE
DOI:
https://doi.org/10.59864/Oditor32303RJKljučne reči:
partnerstvo, marketing, ekološki odgovorna trgovina, države bivše Jugoslavije, kros-kulturalna studijaApstrakt
Životna sredina je danas vrlo ugrožena, zbog čega jeneophodna ekološki odgovorna trgovina. Kao jedan od marketinških alata ekološki odgovorne trgovine je i partnerstvo. Zbog napred navedenog, cilj studije je pronalaženje i poređenje partnerstava koja bi povećala ekološki odgovornu trgovinu na prostoru bivše Jugoslavije. Prema saznanjima autora, ovo bi bilo prvo ovakvo kros-kulturalna istraživanje. Istraživanje je provedeno upitnikom na uzorku od 1550 ispitanika. Metode uzorkovanja su bile metod stratifikovanog uzorka i metod prostog slučajnog uzorka. Podaci su analizirani deskriptivnom statistikom i kvalitativno. Rezultati ukazuju da ne postoje razlike između Srbije, Hrvatske, Bosne i Hercegovine, Slovenije i Crne Gore kada je u pitanju najstimulativnije partnerstvo radi ekološki odgovorne trgovine, s obzirom da su ispitanici u svim navedenim državama kao najstimulativniju formu partnerstva izabrali partnerstvo između državne institucije i kompanije, dok je jedina država koja se razlikuje Severna Makedonija, čiji su ispitanici kao najstimulativnije partnerstvo izabrali partnerstvo između međunarodne institucije i državne institucije.
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